After a decade of accolades and favorable consumer response to its "Priceless" campaign, MasterCard is breathing new life into this aging concept by asking consumers to go online and supply the formulaic text for two sets of full-motion visuals.
Prominent on the website is an invitation to participate in the CGA program:
According to the rules, you can write four lines of text for either one of two prepackaged advertisements:
Strategic Note: MasterCard may perceive there’s less “love” in consumer-land for a charge card than for something with a degree of cult status, such as a popular computer or a legendary sports shoe. So while asking for consumer input, MasterCard is unwilling to expect too much or risk too much by loosening the restraints excessively. The company hopes to get feedback and input from consumers in a search for new benefits and angles to advertise, while also allowing consumers to “buy into” the product and the brand.